Initial Challenges:Nothing screams head-scratching confusion more than the average Web site for a biotechnology company. Seattle Genetics wanted crystal clarity. As a clinical stage biotechnology company with a broad product pipeline of antibody-based therapies, it needed a Web site that served multiple audiences from investors to partners and scientists to customers. And scientific information changes fast, so Seattle Genetics needed the ability to deliver information in real time.
Design Solutions:Blue Sky Projects created a game-changing site for Seattle Genetics. Automated news surfaces to the home page as do events feed. Existing content was tightened, clarified, and reorganized. Internal navigation was boosted and now site visitors can easily locate information on Seattle Genetics products, technology, and clinical trials, or dive directly in to a wealth of real-time data for company investors. And, key for those unfamiliar with the language of science, an online glossary is available on every page.
Sales & Marketing Solutions:A "Product Pipeline" tab not only breaks out each Seattle Genetics product, but uses a graphical display to illustrate each product's timeline, from preclinical to Phases I-III. Investors and potential investors have an astonishing amount of real-time market and news information at their fingertips, everything from stock performance, to analyst coverage and annual reports in pdf format.
Business Process ImprovementsIn making the decision to collect its scientific publications and investor documentation on the site, Seattle Genetics also created a resource for its staff. Everyone who uses the site can take advantage of integrated search that includes both web page text and searches within pdfs. In addition, many pages come with a print-format button so that a hard copy can be generated in just seconds.
- Precision in layouts demanded technology that ensures pixel-by-pixel, cross-browser compatibility
- Live real-time integration with the StaffXL employment software solution allows applicants to create a profile, search position listings, and apply online
- Link referral technology means both visitors and staff can email page links to colleagues or inquirers with a personal note
User Solutions:Seattle Genetics is a dynamic company, so it is critical that they can update the site by themselves - even the home page's Flash component. A backend editor allows the firm to change text and photos on the fly, and make updates to the product pipeline as well. In addition, they can add new items to navigation menus easily, as new products arrive.
Site Achievements:After Blue Sky Projects built this new
site, Seattle Genetics had the
- Staff used site as first resource for
building presentations, thanks to
easy print format
- Investors saw real-time Seattle
Genetics stock quotes, and
resumes were filed online
- Visitors began using link referral
technology (modeled on that used
by CNN) to share site information